Retailing, Franchising, and Consumerism Business Intelligence in China

Burger King Opens First Restaurant In Southwest China

Fast food chain Burger King expanded into the southwestern market in China by locating its first regional restaurant in Chengdu, Sichuan province.

This new restaurant opened its doors over the weekend. Meanwhile, its second store in this region recently started preparing for its imminent opening in an as-yet undisclosed location.

Li Boqing, strategic development relationship vice president of Burger King China, told local media that the company expects to open 150 to 300 restaurants in Sichuan over the next five years. According to Li, Chengdu is the first step for Burger King's development in southwest China and it is a very important step. The company is optimistic about the geographical and consumer market advantages of the city. While expanding in Sichuan, the company will open about 1,000 new restaurants across the entire country during the same period, said Li.

Public files showed that as the world's second largest fast food chain, Burger King currently operates over 13,000 restaurants worldwide. The company entered the Chinese market in 2005.

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